[dimtion]

It is called the Brussels Effect[0]

Put simply, given how large the EU market is, and how strong its regulation is, it is cheaper for companies to comply, even outside of the market.

[0]: https://en.wikipedia.org/wiki/Brussels_effect

[SkiFire13]

This explains why they comply to the EU regulations even in the USA, but not why they don't try to lobby more in the EU to avoid those regulations in the first place.

[deafpolygon]

One reason is that there are more hands in the cookie jar in the EU. Less so in the US.